Virgin Media has expanded its mobile service offering, adding a range of handsets and 4G at no extra cost for all customers.
The company has also revealed details of its new "Freestyle" contracts, which allow users to choose the plan, phone and contract length they want, and change the plan at any stage.
Handsets can also be upgraded whenever customers choose without penalty, provided they pay off the balance owed on their existing device.
The structure is similar to that offered by competitor ID Mobile.
There are just two price plans – an unlimited offering with unlimited calls, text and 30GB of data, and a cheaper 1GB option.
The company is offering a range of 16 devices from Samsung, Apple and Sony, including the latest models Samsung Galaxy S7 and Apple iPhone 6s.
Prices vary depending on the handset chosen, but an iPhone 6s and Galaxy S7 would cost €190 up front, as well as €35 a month for the first four months and €50 after that for existing Virgin customers.
The move is likely to increase competition in the crowded mobile market.
Bills will be broken down so that customers can see how much they have left to pay on their handset and what they are being charged for the service.
Once the handset is paid for, the customer will just continue to pay the service portion of the bill.
Existing Virgin Media customers will receive a discounted price for the plans, with new customers paying euro5 more a month.
Virgin launched a SIM only mobile service last October, and says it has 10-15,000 customers signed up so far.
